A Promise of Empowerment + Inspiration
High-impact social media campaign focused on Zomedica’s “Healthy Vet” brand promise, emphasizing female empowerment.
CLIENT
Zomedica
INDUSTRY
Animal Health
AE ROLE
Brand Strategist
Creative Director
Copyeditor
BACKGROUND
At the time of campaign development, Zomedica was an animal health company focused on creating products for companion animal veterinarians—a community dominated by female practitioners. This organic social campaign was produced to cultivate the firm’s social media following and build awareness with future customers, emphasizing Zomedica’s brand promise: A healthy vet is joyful, profitable, effective, and courageous.
Everything we do centers on helping you achieve and sustain a healthy lifestyle. What do you think makes for a healthy veterinarian? #healthyveterinarian #vetlife #empoweredvet
Recall your motivation, meaning and purpose. What brings you JOY each day in vet medicine? #healthyveterinarian #vetlife #empoweredvet #joyfulveterinarian
There are many ways to achieve profitability…running a sustainable business, happy, healthy patients, grateful clients, supportive team members. What fills your tank? #healthyveterinarian #vetlife #empoweredvet
You go all-out to give your patients the best, most accessible care. Sometimes it takes a village. Tell us about a team member that greets the challenges of veterinary practice with energy and confidence—be sure to tag them in your comment! #healthyveterinarian #vetlife #empoweredvet
You possess the spirit and strength to sustain your oath. It takes courage to define success. Share this post and tell the world why you feel courageous. #healthyveterinarian #vetlife #empoweredvet
GOALS
Reinforce/build the Zomedica brand and shape perception.
Promote a sense of community on social channels.
Stimulate social engagement with peers and Zomedica.
Increase followers on social channels.
STRATEGY
Demonstrated each of the healthy vet attributes—joyful, profitable, effective, courageous—graphically by combining these high-impact words with high-impact images of individual veterinarians for a provocative, thought-provoking campaign.
Portrayed veterinarians in various settings and roles, ranging from doctors to mothers, wives, friends, and colleagues.
Wanted to avoid literal clinical translations in favor of visual metaphors and quality of life.
Demonstrated inclusion and diversity found in real veterinary care teams.
Posted content to Facebook, Twitter, and LinkedIn per content calendar.
RESULTS
Increased followers and engagement on designated channels.
Increased brand awareness.